ch11 - Ch.11Branding branding organization uses a name,...

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Ch. 11 Branding branding organization uses a name, phrase, design, symbol to identify and distinguish its products brand name word or device (shape, sound, color) used to distinguish a seller’s goods or services (gatorade) brand personality set of human characteristics associated with a brand name. consumers often assign personality traits to products (traditional, romantic, rugged, sophisticated, rebellious) and choose brands that are consistent with their own or desired self-image coca cola = American and real pepsi = young and exciting dr pepper = nonconforming and unique brand equity added value a brand name gives to a product beyong the functional benefits provided provides a competitive advantage Sunkist = fruit, Disney = child enterainment consumers willing to pay higher price for brand equity Duracell batteries, Louis Vuitton luggage Steps to creating Brand Equity : 1. Develop positive brand awareness and association for brand in consumers’ minders with a product class or need to give the brand an identity.
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This note was uploaded on 01/04/2012 for the course MKT 291 taught by Professor Brandabur during the Fall '08 term at Miami University.

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ch11 - Ch.11Branding branding organization uses a name,...

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